ADVERTISING - PART III

In the last part I decided to dive into the work that is done by the ad people. They need to consider many factors before they try to persuade we need a concrete product. They need to plan how to sell it to us in the most efficient manner. The process includes, thinking about the target customers, their needs, dreams, problems, their self-image etc. As they want to encode deeply in our minds one message: you are what you buy. That is what advertising is about. After careful analyses they find the way to communicate to us, that if we buy what they offer, we will enhance our self-perception and how other perceive us, too. How this communication works? It is mostly based on brand image, which according to Wikipedia is” typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand”. Then the product is also linked in its features and way it is being advertised to the values of the brand itself. It is so, that we buy the products that we identify ourselves with. So under the condition that certain brand’s values apply to ours and the ideal-me image( the way we would like to be), there is a large chance that it will become our shelf choice in a supermarket or any other shop. I must stress, however, that it of course takes place on an unconscious level. Therefore, I buy Apple I’m trendy, innovative and independent person. I eat Winiary I value tradition, family and trusty products. I drive Alfa Romeo I have fine taste for design, I’m sexy and like unpredictable adventure (and I can afford mending;)). Marlboro and the cowboy association is also a good example. Nike is about overcoming obstacles and being able to win with ones frailty. Diverse brands target their products to a more mainstream consumers, some are aimed at concrete groups of consumers. There are different means of sculpting such an image- it can be for example done with a simple usage of colours, which indisputably shape our mood and reception of certain phenomena- as Aristotle said “perception begin with the eye”!





If you were interested in branding have a look at some basic information at Wikipedia:

http://en.wikipedia.org/wiki/Brand


So, as it was said every brand communicates some values and If they correspond to yours you are most likely to choose it without being aware of the impact. Now, have a look at people from advertising industry talking about their jobs and issues, I have in short presented above:












Q:
So, tell me, what are your impressions?
How much, do you guys think, you are influenced by ads?
Do you at all try to think over your choices or you simply don’t care?
What are your brand choices and what do you think they say about you?


Thanks for attention and I hope you liked it.